Our Nuffield Health Success StoryLanding page optimisation

Nuffield Health recently launched a significant membership drive (offline and online) offering a free day pass to their new members.

House of Kaizen was tasked to increase click-through rates and lead generation conversion rates. We used highly tuned banners and emails that drove traffic to bespoke and optimised landing pages, where traffic was funneled through to conversion.

The challenge

The aim of the campaign was to generate leads for Nuffield’s Health Clubs, and generate new membership subscriptions. House of Kaizen’s challenge was to optimise the efficacy of the online campaign and turn a maximum number of new visitors into leads.

The solution

House of Kaizen (HOK) worked jointly with media planning agency Web Liquid to engage visitors and channel them to dedicated landing pages, designed to meet the specific expectations of visitors from each traffic source (targeted and tailored emails and affiliate banner ads). Our strategic objectives included:

Strong incentive designed to boost conversion rate of hesitant subscribers

A/B/C Split Testing

We then used A/B/C split testing to validate the optimisation strategy. We tested multiple email/ad and landing page combinations by channel (email, affiliates). The objective was to determine the impact of images on conversion rates for each traffic source.

These are the 3 landing page variations we tested:

The outcome

1st period:

Single traffic source: email traffic

Best performing page variation:man with beard

Optimising on a single traffic source:the “man with beard” background image page variation performed better that “man in pool” and “lady jumping.”

2nd period:

Offline campaign: all online traffic

Best performing page variation:“Man in pool”

With the launch of an intensive offline campaign seen in public transportation ads, newspapers and magazines (the offline ad creative predominantly used the “Man in pool” photo), we measured a significant impact of the offline imagery on the online conversion rates from visitors coming from the online ads. Conclusively the impact of offline pushed the “Man in pool” to outperform the 2 other split test combinations.

3rd period:

End of the offline campaign: all online traffic

Best performing page variation:“Man with beard”

With the end of the offline campaign, online conversion rates returned to the previous pattern across all campaign online traffic channels. The “Man with beard” test page treatment had a higher conversion rate than the 2 other split test treatments.

The results

HOK Targeted Landing Pages consistently delivered an increase in conversion rate from previous campaigns, significantly lowering the number of clicks per lead.

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